1. Presented by I-Ting Hung YE3B 1101100076 Instructed by Dr. Aiden Yeh
The 11th Graduating Students’ Research Paper Contest
A Study on Consumers’ Purchasing Behavior, Brand Loyalty and Brand Image for FamilyMart Collection
Presented by I-Ting Hung
YE3B
Instructed by Dr. Aiden Yeh
May, 28, 2014

2. Outline Introduction Literature Review Theoretical Framework
Methodology
Results
Discussion
Conclusion

3. Introduction
“Own-brand” is enjoying a surge in popularity around the globe.
Family Mart: 2rd largest CVS
FamilyMart collection: introduced in 2012
How private brand influences consumers?

4. Literature Review FamilyMart collection’s quality for customers
Lin (2012)
brand image, brand loyalty & perceived fit
Lin, Chen, & Jeang (2013)
Variables: family background

5. Theoretical framework
Gender
Age
Education
Occupation
General Questions for FM
Part 3:
Brand Image
Part 4:
Brand loyalty
Part 5:
Brand extension
Purchasing behavior

6. Methodology Research Questions Participants: 42 participants
Procedure: Google.doc online questionnaire
The questionnaire was adapted from Lin’s (2012) paper: A Study on the Influential Factors of Brand Extension Evaluation for Consumers in Kaohsiung Area: A Case Study of 7-ELEVEn's 7-SELECT.
Hypothesises

7. Results Cronbach’s α Total Part III (about brand image of FM) .877
.923
Part IV (about brand loyalty of FM)
.885
.944
Part V (about brand extension of FM)
.940
.951

8. Results T test Mean Part III (about brand image of FM) 2.64~3.93
Part IV (about brand loyalty of FM)
2.55~3.95
Part V (about brand extension of FM)
3.26~3.76

9. Table 8: Relation between Part I:Q4 and Part II:Q3
Occupation
student
Business people
White collar worker
House wife
/husband
Other: serving business
Total
How much do you usually spend when visiting FM?
under NT$50 11 1 12
NT$51 to 100 19 2 23
NT$101 to 150 3 4
NT$151 to 200
NT$201 to 300
NT$301 to 400 35 42 X2 df
Sig.
Pearson Chi-square
49.625*** 20
.000

10. Discussion New but recognizable Cronbach:
brand image, brand loyalty < brand extension
Occupation v.s. Money spend

11. Conclusion
Neutral Result on brand image & brand loyalty: More effort on marketing strategy
Brand extension: Blue ocean products for FamilyMart collection
More variables/factors
Follow-up investigation